Discovery Searches in Google My Business Insights

The Power of Discovery SearchesLast Updated: April 1st, 2020

When one of Google’s users performs a search and is shown the Google My Business listing of a church (or any organization) in their search results, Google records this event as a search impression.

More importantly however, Google also examines the keywords that the user was searching for to categorize the search impression generated as either a direct, branded, or discovery search impression.

Discovery Searches in Google My Business

A church’s Google My Business might be shown in a direct type search if someone searched for the church’s name (“Southwest Community Church”) or the address of a church campus (“555 Southwest Street”).A church’s Google My Business might be shown in a branded type search if someone searched for one of their ministry offerings specifically (“CARE for the Southwest”).

Finally, a church’s Google My Business might be shown in a discovery type search if someone searched for a keyword related to the identity of the church or the services provided by the church (“church near me”, “non-denominational church in Phoenix”, “local Christian marriage counseling”).

Of the three search scenarios identified above, direct and branded type searches indicate that the searcher already knows about your church in some capacity. Discovery type search impressions however are served to searchers who may not know about your church. Due to this, having your church’s Google My Business listing found in as many relevant discovery type searches as possible is crucial in making sure that everyone in your community knows about your church.

How Can My Church Be Found in More Discovery Searches?

Simply put, the best way to have your church’s Google My Business listing found in more discovery type searches is to employ strong Local SEO practices.

Having strong Local SEO will help ensure that everyone in your community searching Google for something related to your church, but not for your church or its ministries specifically, will be made aware of your church.

Below you’ll find a graph of the Discovery Search Impression Growth over the first 20 months of one of church client’s Local Church SEO Boost subscription.
Discovery Search Growth

This kind of exposure aids heavily in church growth – particularly because those finding a Google My Business listing in a discovery type search are inevitably searching from a location near enough to the church to actually visit in person.

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